The Effect of Live Streaming Selling on Impulse Buying in Generation Z
DOI:
https://doi.org/10.58344/jws.v5i9.1713Keywords:
live streaming selling, impulse buying, Generation Z, social commerce, S-O-RAbstract
The growth of social commerce has positioned live streaming selling as one of the most dominant sales channels in Indonesia, particularly among Generation Z. Although this relationship has been examined extensively in China, evidence from Indonesian Generation Z consumers remains limited, and most studies invoke the Stimulus-Organism-Response (S-O-R) framework without measuring its organism component. This study analyses the effect of live streaming selling on impulse buying among Generation Z consumers and restricts its theoretical claim to the stimulus-response path of that framework. A quantitative explanatory survey was employed. Data were collected between March and May 2025. The sample comprised 120 Generation Z respondents aged 18 to 29 who had purchased through live streaming on TikTok Shop, Shopee Live, or similar platforms within the preceding three months, selected purposively. The instrument comprised 16 statements on a five-point Likert scale; all items were valid (r = 0.612 to 0.803) and both scales reliable, with Cronbach's alpha of 0.874 and 0.861. Data were analysed with simple linear regression. Live streaming selling has a positive and significant effect on impulse buying (B = 0.586; t = 8.742; p < 0.001), explaining 39.3% of its variance. Because no organism variable was measured, these findings substantiate the stimulus-response link rather than the complete S-O-R sequence, and the four dimensions of live streaming selling were modelled as one composite rather than tested individually. Practically, sellers should design interactive live sessions, while young consumers need financial literacy support to control impulsive purchases.
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